| Заголовок | Fateline |
| Агентство | J. Walter Thompson Kolkata |
| Кампания | Rotary Miracles |
| Рекламодатель | Rotary International |
| Бренд | Rotary International |
| Дата первой трансляции/Публикации | 2014 / 4 |
| Бизнес сектор | Институциональные/общественного интереса/некоммерческие организации |
| История | The film opens on a child labour plastering a wall. Suddenly, a song echoes in his ears. he looks up with hope, to find nothing. He looks up and finds himself covered within 4 walls. He tries to climb up thw wall but fails and sits down in a dejected manner. Just then, a ray of light enters through the window. He looks outside to see a monitor flashing. The camera zooms out to show him inside 4 walls (on one palm) while the other hand closes in with a computer. The walls break down and he is seen to pole vault into the other palm and seat himself in front of the computer. The film ends on one hand holding the other with the belief of miracles being created when two hands join. |
| философия | Conversations with polio patients and the poor or ailing revealed that most of them believed it was written in their fate. It's said that you can't change fate because it's sealed in the lines of our hands. But the fact that India was finally polio free or a kid with congenital heart disease got the gift of life was in a way fate changing itself. That's where the entire idea of using hands and fate lines as a design metaphor kicked in. So when two different hands came together, fate got changed and the biggest world problems were overcome. |
| Проблема | Rotary in India was seen as an organization where people met for social and business purposes and that perception overshadowed its range of social developmental activities that touches every strata of society. The agency’s task was to create salience about the good work that Rotary was doing and stimulate people interested in its developmental initiatives, to express a desire to be involved with Rotary. The campaign had to bridge the gap between perception and reality, dispelling myths about Rotary. It had to create high interest in Rotary, change attitudes towards Rotary and generate interest to be a member. |
| Тип медиа | Телевидение |
| Длина | |
| Продакшн Студия | Eeksaurus |
| National Creative Director | Senthil Kumar |
| VP & Senior Creative Director | Arjun Mukherjee |
| Senior Creative Director | Partha Chowdhury |
| Копирайтер | Uttaran Chowdhury |
| Арт-директор | Altaf Hossain |
| Иллюстратор | Shubrakanti Mondol |
| Креативная команда | Ranjan Show |
| Senior Vice President | Raji Ramaswamy |
| Vice President & Client Servicing Director | Tapan Sen |
| Vice President & Client Servicing Director | Sayam Bhadra |
| Директор | Suresh Eriyat |
| Креативная команда | Anwesha Mukherjee |
| Специалист по работе с заказчиками | Ritwik Roychowdhury |
| National Creative Director | Senthil Kumar |
| Продюсер | Nilima Eriyat |
| Музыка | Rajat Dholakia |
| Sound Engineer | Arun Crastos |
| Associate Director | Kevin Varghese |
| Креативный директор | Senthil Kumar |
| Музыка | Rajat Dholakia |
| Исполнительный продюсер | Mehernosh Dastoor |
| Креативная команда | Arjun Mukherjee |
| Креативная команда | Partha Chowdhury |
| Креативная команда | Altaf Hossain |
| Креативная команда | Uttaran Chaudhuri |
| Креативная команда | Subhrakanti Mandal |
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